How to Improve Conversion Rates by Using Buyer Personas
What is the first thing that comes up in your head when using the word “buyer persona”?
If you assume the buyer persona as a fictional or -fictional character of your target audience segment, rest assured that you are on the right track. Understanding your target audience is the very first step towards the success of your marketing campaign.
Buyer personas have progressed from a little-known marketing strategy to the most effective technique to boost rates of conversions.
The initial move towards marketing success is creating and understanding your buyer personas.
Read the article to know the what, why, and how buyer personas are essential for the success of your marketing campaigns.
What are Exactly Buyer Personas?
A buyer persona is a profile of how your ideal customer should be. It enables you to segment your audience based on demographics and psychographics and helps you answer questions related to your buyer personas like:
- What is their age range?
- What is their budget?
- What will make them choose your brand?
- What features do they want in their ideal product?
- What makes them choose a particular product or service?
- Why would they opt for that product again?
- What type of difficulties do they face while purchasing?
Why do Buyer Personas Matter?
Buyer personas assist businesses in better understanding their customers, resulting in more fruitful marketing campaigns, more connected users, and successful customization of advertising.
Brands can also utilize buyer personas to target user search intent. The ‘why’ underlying every user’s search for a product, brand, or service is defined as search intent. It explains whether they’re looking for information or are they looking to buy something?
Using buyer personas to understand search intent better is a terrific method to improve the content
and marketing initiatives.
How Can Buyer Personas Help You Increase Conversion
Buyer Personas are nothing but the main concerns you need to jot down about your target audience who you think will surely convert for your product and give you the maximum profit.
So let us check out how you use buyer personas and what questions you must consider to use it for maximum conversion rates.
- What is their geographical location?
- What demographics should you consider?
- What type of business to consider?
- What is the size of the company and the income level?
- What is the title or profession of the targeted audience, and if they are best suitable for conversion?
- What is the motivation for buying?
- What are the concerns about buying?
For example, you can create a buyer persona like this:
Product: All in one SEO platform XL subscription plan.
BUYER PERSONA 1:
Name: Nikita Bakshi
Location: Mumbai, Maharashtra
Interests: Marketing, Technical SEO, Startups
Education: BBA from Mumbai University
Job Title: SEO Analyst at a Digital Marketing Startup.
Employment: In-house, Full Time.
Preferred Language: English
The motive for Buying: She wants to streamline the SEO process of her two-person SEO team
in the company.
According to statistics, 4-5 buyer personas account for approximately 90-92% of a company’s sales. That’s the result of doing a lot of audience segmentation and analysis.
Let’s look at four ways buyer personas might assist enhance conversion rates across channels now that we’ve covered the basics.
1. Improve your customer’s needs targeting:
Customers want products and services that are customized to meet their individual needs. Buyers are 45 percent more inclined to choose a solution-specific product tailored to their business/personal needs. Failure to create buyer personas can cause a slew of issues in your conversion process, including:
- Poor understanding of what your clients want, i.e., poorly focused items.
- Irrelevant audience targeting.
- Developing products and services that lack essential characteristics that your customers expect.
As a result, developing strong buyer personas aids in the development of well-targeted products
and customized interaction experiences.
2. Get the Most Up-To-Date Information:
User insights are essential for determining how well the function of your product and how well your
users would respond to a new one. These findings go beyond the standard website and social media metrics like campaign reach,
shares, likes, and comments.
User-defined insights are all about the user’s perception of your product and brand. However, gathering these insights is a huge undertaking, mainly when catering to a large and diverse audience. Then how do you quickly get the most reliable insights?
Of course, the answer is Buyer Personas.
Organizing your audience into personas representing different audiences allows you to collect data faster and more accurately generalize your findings. Post-purchase surveys, email or social media feedback, or a simple ‘What are you looking for in a particular product?” can all be used to gather these insights. Creating survey questions for each persona can significantly increase the quality of your data.
For example, SEO’s subscription plan for Nikita Bakshi might answer better questions like ‘How likely you to take up the subscription are plan for SEO” rather than “How would you rank your site with correct SEO techniques?” As evidenced by the fact that persona-based content increased client engagement by 45 percent, specificity is the key to cutting-edge insights. Asking your consumers for feedback, advice, requests for new features, and an essential quality check regularly will promise that your conversion rate will grow in the long haul.
3. Make Your Interactions More Human:
What is it about your brand that will make your buyers enjoy it? Making your conversations more human is the key to getting inside your customer’s heart. Customers shouldn’t feel like talking to an automatic answer machine when interacting with your
brand (online or offline). Instead, they anticipate interacting with stuff that has been humanized. This point is also related to your content strategy; the more conversational and tailored your content is, the better it will be received by your buyers.
As we can see, creating buyer personas can be very helpful in targeting the right segment of the audience with a suitable mode of interaction. For instance, a young 25-year lad will prefer interactions through DMs, whereas a 65-year-old gentleman would like a formal email update for carrying out conversations. This is where your buyer personas play the most crucial roles. With the help of buyer personas, you will get to know how to interact with different customers.
4. Make Marketing Campaigns That Work:
A cakewalk? Not exactly. Many businesses recognize the need to build buyer personas to develop more robust marketing strategies but often fail to include personas in their ad campaigns. Targeting the correct section of customers, whether through Google advertisements
or email-based campaigns, is the key to high conversion rates. Here are some eye-popping numbers on the effectiveness of persona-based marketing campaigns:
- When tailored emails are delivered to users, the open rate increases by 2-6times.
- Following the creation of persona-specific emails, the CTR increased by 15%.
- Considering buyer personas makes it 2-6 times quicker for consumers to explore websites.
- SEO techniques based on personas increase organic reach by 60%.
So, when writing ad text or marketing content, ask yourself, “What would motivate me to connect with this content if I were the customer?” Thinking about your consumer persona can help you create well-aimed and compelling content.
Different personalities engage with various materials (blogs, videos, and memes). Maintaining a close eye on the results of your social media posts, email campaigns, commercials, and other marketing efforts across age groups can provide helpful information.
While constructing a universal marketing plan may appear to be the simple solution, creating well-researched customer personas will significantly boost your marketing efforts in the long haul. This also entails continually updating your consumer profiles and gathering user insights to improve your ads’ effectiveness and conversion rates. So, if you haven’t already done so, get to work on your buyer personas!